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Social Media for Internal Communications HTW Berlin 20 January 2011 Jan van Veen Corporate Communications Senior Manager Amgen Europe B.V. www.amgen.com
Agenda
1. Social media for IC: your call 2. The Océ case 3. What can we learn from Océ? 4. Questions and discussion
1. Social media for IC: your call
• What social media for IC do you know? • Why would we need Social Media for IC? • What are the risks for companies? • What is Internal Communications?
Internal Communications • Employee communications (news) • Themes, Strategy, Employee engagement • Internal media mix (intranet, newsletters, etc.) • Support line communications • Project communications • Communication skills training • Communication culture • Communication measurement • Communication structure (network) • NEW: digital communication tools and social
media
2.The Océ Case
• Let me tell you a story about 2 people on a social media journey
• Samuel Driessen and Jan van Veen
• You guess what happened next…
Corporate Profile ▫ 133 years old printer manufacturer
▫ 21,500 people worldwide
▫ Annual revenue 2009: € 2,648 Billion
▫ Net Income 2009: € - 47,134 Million
▫ Worldwide distribution in 90 countries
▫ Direct sales and services in 30 countries
▫ 10 R&D-sites in 9 countries
▫ March 2010: Canon majority shareholder
http://global.oce.com/
Océ IC in 2007
• No dedicated internal communicators • No international communications network • No global intranet • No corporate news • No corporate media • No involvement in CEO or strategy
communications
Our ambition for 2010
• Set up international communications network • Roll out global intranet • Provide corporate news • Launch corporate media • Become involved in Board communications • Become trusted partner in line communications
and project communications
Crisis!
• Decline in sales USA from September 2007 • First lay-offs Q1 2008 • Full crisis hits NL September 2008 • Total headcount reduction 2,350 and counting • Revenues down from 3.2 to 2.6 billion Euros • Severe cost cutting measures • Intranet development and roll-out stopped! • Decided to freeze all 240 change requests
Crisis!
• Budget before the crisis € 350,000 • Budget after the crisis: € 5,000 • Actual savings in 2009: € 20,000
Our decision: how to work with 5000 Euros? Smart use of existing media and introduction of social media for internal communications
Do what we can do best: be creative!
What did we introduce?
• Improved news service on our intranet and cross media approach
• Rumorbuster • Wikis • Blogging • Idea Generation • Microblogging • Social bookmarking • OcéTV, including CEO interviews
Improved news service intranet
Rumorbuster
Rumorbuster page
Rumorbuster
• Not stand alone: started after line management presentation
• Rumors very successfully busted • Hard to convince senior management • Fun factor important • Time consuming for IC
Wikis
Wikis • Used mainly at R&D ▫ Project wikis ▫ Product wikis ▫ Expertise wikis ▫ Department & Organization wikis
• Supporting primary processes • Good corporate example: Océ abbreviations • Tool: MediaWiki
Internal Blogs
Blogs • Used for smaller target audiences, 4 categories: ▫ Project blogs ▫ Product blogs ▫ Expertise blogs ▫ Department blogs
• Very easy to use • Content is king • Little involvement for IC • One template • Tool: Blogengine • Over 30 internal blogs started
Idea Generation
Idea generation • Custom made by our IT department • 60+ ideas generated • Very interactive at first • Savings generated: € 800,000 • Very time consuming for IC and financial
department • Stopped when CFO did not follow up • Tool: Blogengine
Microblogging
Microblogging: Yammer
• Started with 2 people, viral growth • Now 2,200 people and counting! • 100+ groups • Sharing of best practices • Idea sharing • Discussing innovations, products, competitors • Saving money (duplication) and TIME! • Tool: Yammer
Social Bookmarking
Social Bookmarking
• So far R&D pilot • Used by few, but dedicated people • Good tool for knowledge rich environment • Tool: Scuttle
Océ TV
Océ TV • Equipment costs around € 5,000 • Basic training done in one day • Very successful • Used for internal communications of: ▫ Board communications ▫ Events ▫ Product launches ▫ Projects
• Around 100 videos produced internally
• Evolved into external tool and website www.oce.tv
3. What can we learn from Océ? • Do you really need to spend money? • Money is not the issue, organization is • You can start bottom-up • But, yes, senior management involvement helps! • Don’t forget the adoption cycle • Cross-functional approach (Communications, IT & IM) • Culture > Ask questions and moderate if needed • Social Media Guidelines needed • Security issues did not occur, but need to be addressed • New challenge: integration of tools • Our tip: social media lab for experiment
Now, what happened to Océ, Jan and Samuel? http://twitter.com/driessen
http://twitter.com/janvanveen
Corporate internal communications blog
Infoarchblog
4. Questions and discussion
Thank you!
Now go and rock the world!